Do Vanity Property Sites Actually Work?

I don't know about you, but vanity doesn't have a very good connotation to me.

Here are some synonyms I found while I writing this: narcissism, self-importance, arrogance, conceit, and egotism.

Do you agree?

Here is why I ask: I've been in real estate for a long time on a variety of levels. I've been selling technology to brokerages and developers for quite a long time. Every time I hear the term vanity site or single property website, I talk to people about why they spend the money on these things I hear comments like, "Keeps the seller happy," "My agent feels it helps them get listings," and the like.

But do vanity websites actually work?

It's just like advertising listings in a newspaper; good to show the seller but it does not produce trackable and measurable results.

I realize it's tough to change that mindset, but give some thought to the way marketing is done in the 21st century:

• Websites need to be interactive, not static. Landing pages don't cut it;
• Consumers expect an amazing experience that includes mobile-friendly, responsive design;
• Serious marketers know their audience, who they are, what they are doing, and how engaged they are so they can tailor a specific message to them; and
• Many buyers are coming from outside the U.S. so that has to be a consideration, especially if you are in an international market.

Imagine if you could sit down with a seller and, instead of telling them about this vanity site you are going to give them, you could say the following:

• I'm going to provide a site that allows agents worldwide to view your listing and communicate directly with us;
• We're going to track which agents, in which parts of the US or the world, are looking at your property and who they are showing it to; and,
• I'm going to give you a report every month that will detail all of this.

This is not vanity, this is efficiency, productivity, and increased sales velocity. This has a better connotation to me.

What do you think?

To view the original article, visit PCMS Consulting.